During the annual July 1st long weekend in Canada, the people of Quebec traditionally move home, not one by one but all at once. View Summary

During the annual July 1st long weekend in Canada, the people of Quebec traditionally move home, not one by one but all at once. The IKEA Moving Day campaign emerged out of a key insight that what people needed the most from IKEA was what was most scarce - boxes. To achieve high visibility, reach and frequency, boxes were posted around the city in easy-to-find, high-traffic locations. A coupon was printed on each box for both an IKEA restaurant and décor offer. As a result, store traffic increased +14% on the same weekend the previous year and sales increased by +24.5% on the previous year.

In Canada, IKEA was starting to see signs of flattening brand awareness, decreasing product range awareness, negative visitor development, and increasing competition. It was found that over time, IKEA's emphasis on style and price had eroded perceptions of quality. To reverse this decline, research was designed to understand people's relationship with both their home and the core areas within it. This led to the creation of the "Long Live The Home" brand tagline, and a campaign with core rooms of the house representing aspects of consumers' characters. Top of the mind awareness increased by 6%, store visitors increased 5% and sales increased 4.5%.

Even though Tontine, Australia's biggest pillow manufacturer, had over 50% share of the pillow market, it had a dual problem. View Summary

Even though Tontine, Australia's biggest pillow manufacturer, had over 50% share of the pillow market, it had a dual problem. The category was stagnant and retailer own label was taking increasingly bigger bites out of the company's share. In order to give people a reason to question their attachment to their pillows, it was highlighted that over time a pillow grows an entire ecosystem of bugs and fungi. The idea of date-stamping Tontine pillows was developed, to encourage people to replace existing pillows with a new, fresh option. Results showed an immediate 345% sales uplift.

The Waste Bag category is an established, generally undifferentiated category with low consumer involvement and interest. There is felt to be a lack of differentiation between brand offerings. Consumers often make their decision based on price (amongst a list of acceptable options). Research indicated that consumers were not satisfied with the odor control waste bags currently on the market. Consumers wanted to reduce or eliminate kitchen/trash odors, without having to add masking scents. Many consumers buy on habit, without connection to the brand. Pactiv formulated a new kitchen waste bag that actually helps neutralize odors then advertising drove awareness of the new offering and strengthened Hefty's position as "good for kitchen use". This resulted in total growth between December 2008 and July 2009 as 30%.

The Linda brand has enjoyed a strong association with electric blankets ever since the 1980s, but faced a need to reconnect with consumers. View Summary

The Linda brand has enjoyed a strong association with electric blankets ever since the 1980s, but faced a need to reconnect with consumers. It sought to take Sunbeam away from talking about product specs in a rational way, and start talking about getting into a warm bed, in a sexy way. The thinking took the basic observation that cold weather drives electric blanket sales, to the greatest lengths, and the campaign was based on the 'moment of dread' occurring just before getting into a cold bed, and pinpointed a single opportunity in the evening television ritual when it could talk to this fear. Sunbeam narrowed the gap in top of mind awareness from 40 percentage points to 13; sustained an increase in sales; and shook a sleepy category out of its slumber to return $1.77 for each dollar invested into advertising.